The IVL Swedish Environmental Research Institute partnered with Carlsberg to create a beer made from sewage water in a PR-driven campaign to raise awareness of water shortages and recycling solutions in Sweden.

Carling Black Label, a beer brand, raised awareness of the correlation between a football team losing and the increased violence against women in South Africa by replacing its branding with #NoExcuse and changing the lyrics of a popular song.

Bud Light, a beer brand produced by Anheuser-Busch InBev, promoted its product in the US by launching a set of smart fridges that automatically unlocked when the Cleveland Browns football team finally won a game.

Carlsberg is undergoing a complete overhaul in the UK – with a ‘rebrew’, more premium positioning and a greater appeal to women – as the beer brand concedes it had not been living up to its long running tagline.